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Overcoming Technical SEO Challenges for Enterprise Sites | SearchLeeds 2019 | Sam Marsden

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You might have a standard set of processes and fixes when dealing with normal-sized sites, but how does that change when you start working with large enterprise sites? How do you adapt SEO processes to work effectively for clients with these needs? In this session, Sam will provide efficient and effective strategies on how to tackle complex SEO challenges for enterprise level sites.

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Overcoming Technical SEO Challenges for Enterprise Sites | SearchLeeds 2019 | Sam Marsden

  1. 1. Overcoming Technical SEO Challenges For Enterprise Sites Sam Marsden, SEO & Content Manager, DeepCrawl SearchLeeds - 20th June 2019 @sam_marsden SearchLeeds
  2. 2. @sam_marsden SearchLeeds Why am I talking about enterprise SEO? Enterprise SEO is working at the extremes. It is a stress test for SEO methodologies.
  3. 3. @sam_marsden SearchLeeds How do we define enterprise in SEO?
  4. 4. @sam_marsden SearchLeeds How do we define Enterprise SEO?
  5. 5. @sam_marsden SearchLeeds Enterprise company ≠ enterprise site 5,900 pages £3.9 billion 2,820 pages £4.4 billion 2,450 pages £11.8 billion
  6. 6. Key characteristic defining Enterprise SEO is the size and complexity of the organisation that the SEO operates.
  7. 7. Commonly house large and complex portfolios of digital properties and have long chains of command to effect change.
  8. 8. @sam_marsden SearchLeeds Size & scale Auditing & prioritisation Reporting & monitoring Velocity of completion Recurring enterprise challenges: 4
  9. 9. @sam_marsden SearchLeeds Key challenges & solutions
  10. 10. @sam_marsden SearchLeeds Talk about what you know What we do every day: Help enterprise businesses to get insights no matter how many or how large their sites are.
  11. 11. @sam_marsden SearchLeeds 1. Scale - Issue amplification
  12. 12. @sam_marsden SearchLeeds It isn’t time-efficient to extract insights for the entire site. Analysing every page is resource intensive and costly. Challenges with size and scale
  13. 13. In most cases we only need enough data to validate issues.
  14. 14. @sam_marsden SearchLeeds Building a bigger picture from smaller parts
  15. 15. @sam_marsden SearchLeeds Techniques for tactical crawling
  16. 16. @sam_marsden SearchLeeds Tactical crawling roadmap Baseline analysis Unrestricted initial analysis with limited no. URLs. Design segments Sampling and slicing. Maximum insights with minimum resources. Benchmark analysis Focused and frequent ongoing analysis for monitoring.
  17. 17. Example: Large marketplace client 2m URL initial crawl 15 targeted test crawls Ongoing benchmark crawls
  18. 18. @sam_marsden SearchLeeds Learn more about tactical crawling Podcast: bit.ly/rachel-enterprise
  19. 19. @sam_marsden SearchLeeds 2. Issue detection & prioritisation
  20. 20. @sam_marsden SearchLeeds Finding issues that really need to be fixed. Creating a hierarchy of prioritisation. Challenges with issue detection
  21. 21. @sam_marsden SearchLeeds Technical audits for enterprise sites Executive overview Extremely thorough technical audit 12 core sections - recommendations and prioritisation.
  22. 22. @sam_marsden SearchLeeds How do we prioritise issues? Effort x Impact = Severity score & priority level (1-5) (1-5) (1-25) (low-high)
  23. 23. @sam_marsden SearchLeeds Common issues on enterprise sites 4 Proportion of primary pages. Crawl depth with >20 levels Rendered crawl finds iframe is breaking head Excessive international page versions
  24. 24. Example: Technology company Ridiculous no. country language combinations in URL path.
  25. 25. @sam_marsden SearchLeeds Internationalisation gone wrong... Pages for Kazakh speakers in Switzerland E.g. /kk-KZ/zurich/
  26. 26. Even with validated implementations, Google isn’t showing right pages to right audience...
  27. 27. Algorithm for swapping out alternates may not work as precisely as we expect. OR Google has trouble with complex sites with many alternate versions.
  28. 28. @sam_marsden SearchLeeds 3. Reporting & monitoring
  29. 29. @sam_marsden SearchLeeds Keeping on top of issues as they arise on large scale sites. Maintaining a top level perspective of a large portfolio of domains. Challenges with reporting and monitoring
  30. 30. Example: Large media publisher Large scale migration of 300k subdomains over 6 months.
  31. 31. GSC Monthly comparison dashboard @sam_marsden SearchLeeds Organic dashboards which display top level trends and surface granular issues quickly.
  32. 32. Find out more... @sam_marsden SearchLeeds bit.ly/ gds-gsc
  33. 33. Enterprise level dashboarding using Data Studio @sam_marsden SearchLeeds @nickwilsdon bit.ly/ enterprise-seo
  34. 34. Multi-domain keyword cannibalisation @sam_marsden SearchLeeds Identify duplication of effort across domains Filter by device, country & query sets. Track issues over time.
  35. 35. Unmissable keyword cannibalisation dashboard @sam_marsden SearchLeeds @HannahRampton https://strategiq.co/how-to-identify-keyword-cannibalisation/
  36. 36. Keeping on top of crawl insights @sam_marsden SearchLeeds https://strategiq.co/how-to-identify-keyword-cannibalisation/
  37. 37. Top level speed metrics from real users @sam_marsden SearchLeeds Domain or subdomain level speed metrics from CrUX. Free and easy to scale up across portfolio of brands and competitors.
  38. 38. Check out my Whiteboard Friday... @sam_marsden PintSizedMarketing Howdy Moz fans!
  39. 39. @sam_marsden SearchLeeds 4. Velocity of completion
  40. 40. @sam_marsden SearchLeeds Getting SEO fixes, campaigns and initiatives actioned. Getting a broad range of stakeholders and gatekeepers bought in to SEO. Challenges with reporting and monitoring
  41. 41. Soft skills are key!
  42. 42. @sam_marsden SearchLeeds Winning in enterprise organisations 4 Build strong internal and external networks. Prove ROI to score budget Be a hub of influence between different depts. Lead with revenue KPIs, not SEO KPIs bit.ly/eli-enterprise Eli Schwartz @5le
  43. 43. Wrapping it all up...
  44. 44. @sam_marsden SearchLeeds Size & Scale Auditing & prioritisation Reporting & monitoring Velocity of completion Enterprise challenges & solutions 4 Tactical analysis Hierarchy of recommendations Top level dashboards Soft skills and influence
  45. 45. THANK YOUANY QUESTIONS? Sam Marsden SEO & Content Manager @sam_marsden SearchLeeds